At the heart of the insurer’s financial education efforts is Cha-Ching, Prudence Foundation’s award-winning programme that teaches children four essential money concepts: Earn, Save, Spend and Donate. Through catchy songs, playful characters and engaging activities, Cha-Ching helps children understand that being money-smart can be both practical and fun.
Reaching and instilling young Malaysians with financial knowledge has always been a priority for Prudential Assurance Malaysia Berhad (PAMB) and that is why it launched Cha-Ching on the Go (CCOTG) – a mobile initiative that brings the Cha-Ching experience directly into communities. In 2025, CCOTG will visit 33 primary schools and 12 Projek Perumahan Rakyat (PPR), reaching an estimated 17,400 pupils nationwide. This expansion is made possible through a meaningful partnership with Pertubuhan Dana Kita, ensuring that financial literacy reaches underserved communities and no child is left behind.
To kick off this nationwide rollout, Karnival Cha-Ching was held at SK Sri Bintang Selatan, Kuala Lumpur, welcoming around 1,500 pupils from 88 schools across Wilayah Persekutuan Kuala Lumpur. The carnival featured interactive booths, hands-on workshops and vibrant performances – all designed to make money lessons exciting and memorable. The carnival was made even more meaningful with the presence of the Deputy Minister of National Unity, YB Senator Puan Saraswathy Kandasami, who officiated the event and highlighted the importance of financial literacy for the next generation.
Teaching financial education at an early age is vital because it lays the foundation for lifelong habits. When children understand how money works, they are better equipped to make sensible choices, avoid unnecessary debt and build financial resilience. Starting young means they grow up confident in managing money, prepared for real-life challenges such as saving for education, handling allowances and, later, planning for their future. These lessons also encourage generosity, teaching children the value of giving back to their communities.
Behind the success of these initiatives are passionate teachers, volunteers, and community partners who bring each session to life. Their dedication ensures that financial literacy isn’t just taught — it’s experienced.
With Cha-Ching and CCOTG, Prudential is proving that financial education doesn’t need to feel like a lecture — it can be a carnival. By blending fun with learning, these programmes empower children to dream bigger, plan smarter and step into the future with confidence.
